Part of the Thunderbird School of Global Management Executive Lecture Series, Marketing Professor Richard H. Baer explains how consumers’ emotions drive their understanding of pricing. He shares 10 principles that businesses use to optimize prices by capitalizing on consumer psychology.

[[{"fid":"4284","view_mode":"default","fields":{"format":"default"},"type":"media","link_text":null,"field_deltas":{"1":{"format":"default"}},"attributes":{"alt":"Thunderbird Executive Lecture Series — Rick Baer","height":"390","width":"640","class":"panopoly-image-video media-element file-default","data-delta":"1"}}]]


Read a recap of the lecture here or test your knowledge with a quiz!